vicseccasestudy
TRANSCRIPT
Victoria’s Secret WebcastVictoria’s Secret Webcaston broadcast.comon broadcast.com
Case StudyCase Study
Victoria’s SecretVictoria’s SecretMarketing GoalsMarketing Goals
Build brand awarenessBuild brand awareness
Develop the male target audienceDevelop the male target audience
Increase store & on-line salesIncrease store & on-line sales
Improve awareness of Intimate Improve awareness of Intimate Brands (parent company) within Brands (parent company) within financial communityfinancial community
Victoria’s SecretVictoria’s SecretMarketing StrategyMarketing Strategy
Webcast a runway fashion show prior Webcast a runway fashion show prior to Valentine’s Day to Valentine’s Day
Drive traffic using traditional and on-Drive traffic using traditional and on-line media and promotionsline media and promotions
Target different ad messages to two Target different ad messages to two separate target audiencesseparate target audiences
Victoria’s SecretVictoria’s SecretMarketing StrategyMarketing Strategy
Drive traffic to 2-month old Web site to Drive traffic to 2-month old Web site to generate e-commercegenerate e-commerce
Capture names on the Web site for Capture names on the Web site for future direct marketingfuture direct marketing
Marketing Tactics:Marketing Tactics:Male Consumer AudienceMale Consumer Audience
Buy one :30 TV spot in the Super Bowl, Buy one :30 TV spot in the Super Bowl, to air three days before the Webcast.to air three days before the Webcast.
Create interest among male target audience Create interest among male target audience who are reluctant to come into a storewho are reluctant to come into a store
Create immediate awareness of the Fashion Create immediate awareness of the Fashion Show by being in front of the largest Show by being in front of the largest television audience available in Januarytelevision audience available in January
Reach consumers as well as investorsReach consumers as well as investors
Marketing Tactics:Marketing Tactics:Building the BrandBuilding the Brand
Buy full page ads in USA Today and Buy full page ads in USA Today and New York Times, WSJ & BarronsNew York Times, WSJ & Barrons
Established the URL and webcasting dateEstablished the URL and webcasting date
Ad copy directed to the male audienceAd copy directed to the male audience an untapped target audiencean untapped target audience more likely to order on-line than walk in more likely to order on-line than walk in
storestore
Marketing Tactics:Marketing Tactics:Drive traffic to the eventDrive traffic to the event
Use on-line advertising and marketing Use on-line advertising and marketing to drive traffic to the event:to drive traffic to the event:
Buy banners on selected sitesBuy banners on selected sites
Partner with broadcast.com to run audio ads Partner with broadcast.com to run audio ads promoting webcastpromoting webcast
Use broadcast.com e-mail newsletter and e-Use broadcast.com e-mail newsletter and e-mail to Victoria’s Secret’s site database to mail to Victoria’s Secret’s site database to remind people about eventremind people about event
Promotion on broadcast.com - Audio Gateway ads and billboards
Pop-up link to event page and 30-second audio promo spot by Supermodel Tyra Banks
Online Marketing: Newsletters
broadcast.com’s newsletter reached over 400,000 web users
Victoria’s Secret sent reminders to thousands who had pre-registered
Marketing Tactics: Investor Relations
Target messages and P.R. campaign Target messages and P.R. campaign to investment community to to investment community to promote Intimate Brands stockpromote Intimate Brands stock
Buy ad in The Wall Street Journal Buy ad in The Wall Street Journal with I.R. messagewith I.R. message
Stage event on NYSE on day of Stage event on NYSE on day of webcastwebcast
Marketing Tactics: Investor Relations
Marketing Tactics: Investor RelationsSupermodel Stephanie Seymour and Grace Nichols, President and CEO of Victoria’s Secret rang the closing bell at the NYSE on the day of the Fashion show.
Marketing Tactics: In-store Promotions
In-store promotion of event in 820 retail In-store promotion of event in 820 retail stores:stores:
URL of webcast printed on store URL of webcast printed on store receipts receipts
Full-color bag inserts of Tyra Banks Full-color bag inserts of Tyra Banks and new company website and new company website www.victoriassecret.comwww.victoriassecret.com
Webcast Event FeaturesWebcast Event Features
Streaming videoStreaming video
Unlimited audience capUnlimited audience cap
RealNetwork's playerRealNetwork's player
Multicast feeds Multicast feeds
Victoria’s SecretVictoria’s SecretWebcast ResultsWebcast Results
Super Bowl spot viewed by XXXXSuper Bowl spot viewed by XXXX
Unbelievable press coverage by every major Unbelievable press coverage by every major broadcast and print outlet in the U.S. and abroadbroadcast and print outlet in the U.S. and abroad
2 million visits to the Web site on the day of the 2 million visits to the Web site on the day of the eventevent
1.4 million viewers to the live event1.4 million viewers to the live event
E-commerce on-site that recouped all marketing E-commerce on-site that recouped all marketing dollars spent on the promotiondollars spent on the promotion
Victoria’s SecretVictoria’s SecretWebcast ResultsWebcast Results
Name capture on-line for future marketing programs - over 150K names and growing by 5K per day.
Victoria’s SecretVictoria’s SecretWebcast ResultsWebcast Results
Intimate Brands stock increased 10% on the day of the webcast, based on anticipated increase in sales from on-line new male target audience
Press Coverage: New York TimesPress Coverage: New York Times
Worldwide Internet audience figures like these have only been associated
with prime time national television programming. It shows the incredible
global drawing power of Victoria's Secret and the limitless potential of
the Web,"
Press Coverage: USA Today Online
“More than 1.5 million cyber surfers tuned into the Webcast of the Victoria's Secret fashion show, company officials said Thursday.”
USA Today
Press Coverage: USA Today
Enormous increases in traffic to the Web site.
Launched with no fanfare on Dec. 4, the Web site proved to be a big hit during the Christmas season, racking up orders from 37 countries only hours after its debut.
A big boost on Wall Street.
It's no coincidence that supermodel Stephanie Seymour rang the closing bell at the NYSE. Wednesday, the stock of Intimate Brands jumped 10% after the company said its fourth-quarter earnings beat Wall Street estimates.
Luring men into the den.
According to Razek, women make more than 90% of Victoria's Secret purchases in retail stores and through catalogs. But since the Web site launched in December, men have accounted for about 35% of online sales.
Press Coverage: BBC Online
“Victoria’s Secrets shared with 1.5 million…”
"For 1 million people to move to a completely different medium is unprecedented....We're thunderstruck with customer response."
Ed Razek, Chief Marketing Officer, Intimate Brands
Client Quotes
Client Quotes
``The success of our marketing campaign….exceeded our wildest dreams.'’
“It’s the best money we ever spent.”
Ed Razek Chief Marketing Officer Intimate Brands
Client Quotes
“Our event on February 3rd would not have been possible without the planning and execution of broadcast.com…”
The result - a world-record setting Webcast event that went off without a hitch -speaks for itself”
“I know as we work together in the future, we will continue to rely on broadcast.com for the best in streaming video expertise in the business.
Kenneth Weil Vice President, New Media Victoria’s Secret
But…the biggest results:But…the biggest results:
MassMedia
InteractiveMarketing
Meets
Media Links to the Pre-show:Media Links to the Pre-show:
General IntroductionGeneral Introduction Grace Nichols - President & CEOGrace Nichols - President & CEO
New Cosmetic LineNew Cosmetic Line Bud Taylor - Executive VPBud Taylor - Executive VP
Marketing & GoalsMarketing & Goals Cindy Fields - President of CatalogsCindy Fields - President of Catalogs
Advertising and Marketing EffortsAdvertising and Marketing Efforts Jill Felton, Director of Corporate Communications & John Jill Felton, Director of Corporate Communications & John Ricker, CIORicker, CIO
Television CoverageTelevision Coverage The View, Inside Edition, Extra, Entertainment Tonight, The View, Inside Edition, Extra, Entertainment Tonight, Access Hollywood and SuperBowl Ad.Access Hollywood and SuperBowl Ad.
Press Coverage online:Press Coverage online:
USA Today:USA Today: Victoria's Secret Webcast lures 1.5M
Broadcast.com: Broadcast.com Reaches 2 Million Users In One Day
New York Times: Victoria’s Secrets Webcasts Show
Internet.com News: Victoria’s Secret Won’t Be Safe After Webcast